1. What is Macy’s plan to attract Millennials?

2. How is Macy’s positioned in the fashion market? Who are its main competitors, and how well does it compete against them?

3. Who are Macy’s target markets? In which targets is it winning, and in which is it losing? Why?

4. Perform a SWOT analysis for Macy’s.

Synopsis: After surprising sales declines in 2016 and 2017, Macy’s developed a new strategy, to build on its current strengths and engage with new retail options. The strategy involves expanding its omnichannel presence, pursuing the Millennial target market, and entering into a new partnership with Best Buy.